Establishing
Credibility
Chapter One
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Why Does This Matter?
Credibility
your reputation for being trustworthy
the degree to which others believe or trust in you
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Trust in the
Post-Trust Era
Operating from a position of trust or
credibility is one of the first things you should
consider as you communicate
Goal should be to gain trust or credibility from
colleagues, clients, customers, and other
contacts
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Trust in the
Post-Trust Era
The public increasingly views companies with
less trust
A deficit of trust also exists within companies
Surveys show that employees often do not
trust their own business leaders
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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A Look at Trust in
Various Professions
Figure 1.1
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Trust in the
Post-Trust Era
Post-trust era
the public overwhelmingly views businesses as
operating against the public’s best interests, and
the majority of employees view their leaders and
colleagues skeptically
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Three Components
of Credibility
Figure 1.2
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Competence in
Establishing Credibility
Competence
refers to the knowledge and skills needed to
accomplish business tasks, approach business
problems, and get a job done.
Most people will judge your competence based
on your track record of success and achievement
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Competence in
Establishing Credibility
People develop competence through study,
observation, and practice and real-world
business experiences
How you communicate directly affects the
perceptions others have of your competence
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Competence in
Establishing Credibility
Focus on
Action
Emphasis
on Results
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Caring in
Establishing Credibility
Caring
implies understanding the interests of others,
cultivating a sense of community, and
demonstrating accountability
People distrust individuals who are perceived as
unconcerned about the interests of others or
disinterested in causes above and beyond
themselves.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Understanding the
Interests of Others
Your ability to gain credibility strongly
depends on your ability to show that you care
for the needs of others
Effective communicators gain trust by
connecting with others—that is, seeking to
understand others’ needs, wants, opinions,
feelings, and aspirations.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Cultivating a Sense of Community
The most effective business leaders in today’s
corporate environment have generally risen to
their positions because of their sense of
community and teamwork
Speaking about “our needs” or “your needs”
as opposed to “my needs” engenders trust
and helps you come up with solutions that
achieve mutual benefit
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Demonstrating Accountability
A sense of accountability involves a feeling of
responsibility to stakeholders and a duty to
other employees and customers
By placing a rationale for accountability in
your communications, you will generate
substantial trust and goodwill from others
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The Role of Character in Establishing
Credibility
Character
refers to a reputation for staying true to
commitments made to stakeholders and adhering
to high moral and ethical values.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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What Determines Trust in Individuals
in the Workplace?
Figure 1.3
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Business Ethics
Business ethics
the commonly accepted beliefs and principles in
the business community for acceptable behavior
Transparency
involves sharing all relevant information with
stakeholders
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Understanding Ethical Behavior on the Job
What is ethical behavior?
Doing the right thing
given the circumstances
Five Common Ethical Traps to Avoid on the Job
1. The false necessity trap
Convincing yourself that no other choice exists
2. The doctrine of relative filth
Comparing your unethical behavior with someone else’s
even more unethical behavior
3. The rationalization trap
Justifying unethical actions with excuses
Five Common Ethical Traps to Avoid on the Job
4. The self-deception trap
Persuading yourself, for example,
that a lie is not really a lie
5. The ends-justify-the-means trap
Using unethical methods to accomplish a desirable
goal
Goals of Ethical Business Communicators
 Abide by the law.
 Tell the truth.
 Label opinions.
 Be objective.
 Communicate clearly.
 Use inclusive language.
 Give credit.
Business Ethics
Often employees fail to speak up when they
observe potentially unethical behavior.
Business professionals remain silent for four
basic reasons:
1. They assume it’s standard practice
2. They rationalize that it’s not a big deal
3. They say to themselves it’s not their
responsibility
4. They want to be loyal
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Corporate and Personal Values
Corporate values
the stated and lived values of a company
Personal values
those values that individuals prioritize and
adhere to
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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eBay’s Code of Business Conduct
Figure 1.4
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Open and Honest Communication
1. By avoiding open and honest communication
of business problems, employees doom a
business to poor financial performance
2. Dishonesty is among the primary reasons for
lower employee morale
3. Dishonesty can be reason for dismissal
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Tools for Doing the Right Thing
• Is the action you are considering legal?
• How would you see the problem if you were on the
opposite side?
• What are alternate solutions?
• Can you discuss the problem with someone you
trust?
• How would you feel if people you care about
learned of your action?
Fairness in Business Communications
The FAIR test helps you examine:
how well you have provided the facts
how well you have granted access to your
motives, reasoning, and information
how well you have examined impacts on
stakeholders
how well you have shown respect.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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The FAIR Test of Ethical
Business Communication
Figure 1.5
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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High-Trust Relationships, Ease of
Communication, and Improved Work Outcomes
Establishing credibility allows you to
communicate more easily and more
influentially
Credibility leads to less resistance from others,
increased willingness to cooperate, and less
likelihood of miscommunication
© 2016 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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High-Trust Relationships, Ease of
Communication, and Improved Work Outcomes
Engagement
a measure of how much employees are
connected emotionally to their work, how willing
they are to expend extra effort to help their
organizations meet their goals, and how much
energy they have to reach those goals.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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High-Trust Relationships, Ease of
Communication, and Improved Work Outcomes
A study showed that companies with highly
engaged employees were nearly three times
as profitable as companies with low
engagement among employees.
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manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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